Gaming
Paco Rabanne launches out-of-this-world gaming campaign for Phantom
Paco Rabanne, the leading fashion house and fragrance brand, has partnered with Starcom and Bidstack to create an out-of-this-world in-game brand collaboration in the futuristic game Curved Space for the luxury men’s fragrance, Phantom.
The innovative campaign celebrates Phantom’s luxury craftsmanship and new-tech feel with a custom in-game character that represents the fragrance’s collectable robot bottle. Phantom is the world’s first connected fragrance, which comes in a game-changing bottle design made with chrome, metal and black.
The distinctive in-game Phantom robot character launched in this campaign acts as a controllable companion in Maximum Games’ Curved Space and works alongside players as they travel through the deepest reaches of space. The character is free for all and can be downloaded from the game’s start menu. Players can explore the game’s vast maps, battling cosmic spiders with their futuristic partner on hand to help them take on enemies with a powerful spray attack.
Maximum Games developed the in-game companion to enhance the playing experience. The Phantom robot becomes an additional tool in every player’s toolbox, acting as an extension of them with the ability to port around the map, stun spiders and assist in battle. The character is playful and fun, breaking the fourth wall at certain points with emotion animations whilst showcasing the Phantom bottle beautifully by capturing light and reflections and moving in a dynamic, responsive, and realistic way.
Bidstack, the leading in-game advertising technology platform worked alongside Starcom to develop the strategy for the campaign and after exploring different ways to create an authentic branded experience in-game, they found a perfect fit in Curved Space. The title, which is available on PC, Xbox and PlayStation, offers a radically different environment for brands to interact with gamers. With cross-platform reach and an intense arcade style, the game is a perfect environment to create an authentic and accessible gaming activation for Paco Rabanne.
It is the first time a fragrance has featured in a game as a playable character and the campaign acts as a fine example of Paco Rabanne’s innovative approach to engaging their target audience in a way that respects and enhances the end-user experience. The playable character launched on November 1st and allows the brand to connect gamers with the world’s most connected fragrance in the run up to the holiday season.
Of the campaign, Adam Fisher, Head of US Sales at Bidstack said “It was a pleasure to work again with Paco Rabanne and Publicis for this exciting collaboration with our partner Maximum Games in their newest title, Curved Space.
Working with our partners to create an interactive brand experience for Phantom is something we are really proud of. The execution pays homage to some of the classic games that came before us and drew inspiration from titles like R-Type and Gradius.
Our number one priority for any partnership is to ensure we respect the game and I feel that we accomplished that with this free DLC activation.”
“Phantom is the perfect partner for this campaign,” said Shane Bierwith, EVP of Global Marketing at Maximum Games added. “The fragrance and robot perfectly compliment the out-of-this-world action in Curved Space. New and existing fans can expect a lot of fresh twists and turns within the free DLC.”
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The former Founder and CEO of Grover Gaming has officially launched a new brand in land-based gaming. Named by combining the names of his daughters, Valicy Gaming was unveiled during a recent company launch party held in Greenville, North Carolina.
Evolving from Grover Gaming—which was recently sold to Light & Wonder for a total consideration of $1.05 billion —Valicy will now focus on becoming a major manufacturer in land-based gaming across North America. Retaining a majority of the employees from the acquisition, Valicy will continue forward with a veteran team that will have a sharper focus on game development and hardware design.
Despite the name change, Valicy continues under the same experienced executive leadership team and remains dedicated to providing best-in-class customer service and technical support—qualities customers have come to depend on. The company’s values, represented by its CARE triangle—People, Company, and Work—are deeply rooted in its culture and will remain central to its mission moving forward.
The public debut of the Valicy brand will take place at the Global Gaming Expo (G2E) in Las Vegas, October 6–9, at the Venetian Expo, Booth #1623, where the team will showcase its new identity and game offerings to casino partners and operators from across the industry.
“This is an exciting time for our teams,” said Garrett Blackwelder, Founder and CEO of Valicy. “We have the opportunity to do big things in new markets, which gives us energy and enthusiasm. As we grow Valicy, we will focus on relationships, excellence, and innovation.”
The post Valicy Gaming Launches as New Brand in Land-Based Gaming, Evolving from Grover Gaming appeared first on Gaming and Gambling Industry in the Americas.
Call of Duty
Monster Energy and Call of Duty Unite Again with Exclusive In-Game Rewards and Expanded Program Timing
Monster Energy is teaming up once again with Call of Duty to deliver bonus in-game rewards, bonus 2XP and an expanded promotional window that gives fans even more opportunities to fuel up and power their gameplay.
Gamers and Monster fans can start collecting codes to stockpile rewards ahead of the highly anticipated release of Call of Duty: Black Ops 7 on November 14. Following the record-breaking success of the last year’s program – the 2025 campaign has been extended and will run through March 31, 2026, with code redemption available until April 30, 2026.
Players who purchase specially marked Call of Duty cans of Monster Energy, Monster Zero Sugar, or Monster Zero Ultra can find a unique code under the tab and redeem it online at callofduty.monsterenergy.com. Every can unlocks bonus in-game items and double experience points.
2025 in-game rewards include:
• 1 Can = “Energy Flash” Large Decal + 15 min 2XP
• 2 Cans = “Peacekeeper MK1 – Hyper Green” Weapon Blueprint + 15 min 2XP
• 3 Cans = “Green Fury” Operator Skin + 15 min 2XP
• 4 Cans = “VS Recon – Green Thunder” Weapon Blueprint + 15 min 2XP
• 5 Cans = “Daylight Ripper” Operator Skin Recolor + 15 min 2XP
In addition, select retailers will feature specialty bonus in-game content such as Emblems, Charms, Weapon Stickers, and Dual 2XP.
And as an added bonus, fans who create an account on callofduty.monsterenergy.com before October 31 will score a Black Ops 6 in-game skin – no purchase required.
“Monster Energy is built on fueling competitive spirit and our collaboration with Call of Duty continues to push that to new levels. With expanded timing, bonus rewards and the unmatched value of Double XP in every can, this year’s program is our biggest and most exciting yet,” said Dan McHugh, Global Chief Marketing Officer at Monster Energy.
“We’re proud to continue building on the success of our partnership with Monster Energy. Monster is the go-to fuel of gamers and they are going to drink up these exciting in-game rewards,” added Cody Neal, Associate Director of Global Partnerships, Call of Duty.
The limited-edition Monster Energy Call of Duty cans are available in 16oz in Original Monster Energy, Monster Zero Sugar and Monster Zero Ultra. Special 4, 12, and 15 can Monster Energy Call of Duty multipacks are on shelves now.
The post Monster Energy and Call of Duty Unite Again with Exclusive In-Game Rewards and Expanded Program Timing appeared first on Gaming and Gambling Industry in the Americas.
Gaming
Gamescom 2025: New Records and Important Impetus for the Games Industry in Germany and Worldwide
Gamescom 2025 ended with numerous new records and strong momentum for the games industry in Germany and worldwide. Records were once again set, particularly in terms of key figures such as internationality (70% of visitors from abroad, exhibitors from 72 countries), digital reach (more than 630 million views worldwide by 23 August evening alone), exhibition space (233,000 square metres) and the number of exhibitors (1568). On site, 357,000 fans visited the world’s largest festival of games culture. The number of trade visitors rose to 34,000, with a particularly strong increase in participants from the US, China, Canada and Japan.
“This year, gamescom 2025 is sending out a particularly positive signal. After two challenging years for the games industry, you could really feel the mood improving this year. The new record figures underline not only the global appeal of gamescom, but also the upward trend in the entire games industry. gamescom 2025 is also a milestone for the German games industry: political support for the additional tax-based games funding at gamescom was stronger than ever – from both the federal and the state level alike. This creates hope that progress will be made quickly. But there were also positive signals on many other political topics, whether for e-sports from Federal Minister Bär at the political opening or from Federal Minister for Family Affairs Karin Prien, who was just as convinced of the important work of the USK in the protection of minors as she was of the enormous potential of games for the education sector,” said Felix Falk, Managing Director of game – The German Games Industry Association, the co-organiser of gamescom.
Political interest in gamescom 2025 was greater than ever before. In total, over 600 politicians came to Cologne to see for themselves the current developments in the games industry and the enormous economic, cultural and technological potential of games. Whether from the federal states, the federal government or the EU, the political guests came from all levels. In addition, a particularly large number of international delegations travelled to gamescom, for example from this year’s gamescom partner country Thailand as well as from Brazil, Indonesia and India.
Gamescom 2026 will take place from 26 to 30 August. It will open on 25 August 2026 with the gamescom Opening Night Live.
The post Gamescom 2025: New Records and Important Impetus for the Games Industry in Germany and Worldwide appeared first on European Gaming Industry News.
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